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FAKTOR – FAKTOR YANG MEMPENGARUHI NIAT
PEMBELIAN TERHADAP MAKANAN ORGANIK DI
KALANGAN PELAJAR IJAZAH SARJANA MUDA, DI
UNIVERSITI UTARA MALAYSIA
WANNA PROMMANOP A/P EH KAN
SARJANA SAINS (PENGURUSAN)
UNIVERSITI UTARA MALAYSIA
2016
i
FAKTOR – FAKTOR YANG MEMPENGARUHI NIAT
PEMBELIAN TERHADAP MAKANAN ORGANIK DI
KALANGAN PELAJAR IJAZAH SARJANA MUDA, DI
UNIVERSITI UTARA MALAYSIA
WANNA PROMMANOP A/P EH KAN
(818954)
Tesis Dihantar Kepada
Dekan Sekolah Pengajian Pengurusan Perniagaan (SBM)
Universiti Utara Malaysia
Bagi Memenuhi Sebahagian Syarat Untuk Ijazah Sarjana Dalam
(Sains) Pengurusan
r Unlversitl Utara Malaysia
FAKTOU-FAKTOR YAW M B R E W MAT RlYBEUAn TERHAMP IYAKAMAN ORGANK M KAUWGAN PEWAR W S A W WJOA D( UNIVERSITI UTARA W Y S U
ii
KEBENARAN MERUJUK
Kertas projek ini dikemukakan sebagai memenuhi sebahagian daripada keperluan
pengijazahan Sarjana Sains (Pengurusan), Saya bersetuju membenarkan pihak
perpustakaan Universiti Utara Malaysia (UUM) menjadikan kertas projek ini sebagai
bahan rujukan. Saya juga bersetuju membenarkan sebarang bentuk salinan sama ada
secara keseluruhan atau sebahagian daripada kertas projek ini untuk tujuan akademik
dengan mendapatkan kebenaran penyelia kertas projek atau Dekan Sekolah
Pengajian Pengurusan Perniagaan. Sebarang bentuk salinan atau penggunaan sama
ada secara kesuluruhan atau mana-mana bahagian daripada kertas projek ini bagi
tujuan komersil tidak dibenarkan sama sekali tanpa kebenaran daripada penyelidik.
Penyataan rujukan kepada penyelidik dan Universiti Utara Malaysia perlu dinyatakan
dalam penggunaan sebarang bentuk bahan-bahan yang terdapat di dalam kertas
projek ini.
Permohonan bagi mendapatkan kebenaran untuk membuat salinan atau
menggunakan secara keseluruhan atau sebahagian kertas projek ini boleh dibuat
dengan menulis kepada:
Dekan Sekolah Pengajian Pengurusan Perniagaan
Universiti Utara Malaysia, 06010 UUM Sintok,
Kedah Darul Aman, Malaysia.
iii
ABSTRAK
Pada masa kini, makanan organik telah menjadi popular di kalangan pengguna
disebabkan peningkatan kesedaran terhadap gaya hidup yang sihat dan keprihatinan
alam sekitar. Para cendiakawan dan pengamal-pengamal industri telah memberi
penekanan yang mendalam dalam memahami apakah pendorong kepada niat
pembelian pengguna terhadap makanan organik bagi mengukuhkan strategi dan
taktik masing-masing untuk menguasai pasaran. Maka, tujuan peyelidikan ini adalah
untuk mengenal pasti niat pembelian terhadap makanan organik. Kajian ini telah
mengguna Teori Tingkahlaku Terancang (TPB) dalam mengenalpasti faktor yang
mempengaruhi niat pembelian terhadap makanan organik. kajian ini dianalisis
dengan menggunakan sampel sebanyak 400 orang pelajar Ijazah Sarjana Muda di
Universiti Utara Malaysia. Dapatan kajian menunjukkan bahawa semua
pembolehubah bebas iaitu kesedaran kesihatan, kebimbangan alam sekitar,
pengetahuan, norma subjektif dan persepsi harga mempunyai hubungan yang
signifikan dan positif terhadap niat pembelian. Keputusan menunjukkan bahawa
analisis regresi yang dijalankan mendapati bahawa kesemua faktor ini menyumbang
sebanyak 55.8% daripada varians mempengaruhi niat pembelian bagi makanan
organik. Akhir sekali, cadangan untuk masa depan untuk dibincangkan dalam kajian
ini.
Kata Kunci: Niat Pembelian, Kesedaran Kesihatan, Kebimbangan Alam Sekitar,
Pengetahuan, Norma Subjektif, Persepsi Harga, Makanan Organik.
iv
ABSTRACT
Nowadays, organic food has become popular among consumers due to increased
awareness of healthy lifestyle and environmental concerns. The scholars and
practitioners emphasize that the industry has a profound understanding of what is
driving consumer purchase intentions towards organic food in order to strengthen
the strategies and tactics to dominate their respective markets. So, the purpose of
this investigation is to identify the intention to purchase organic food. This study
uses the Theory of Planned Behaviour (TPB) in identifying the factors that
influence the intention to purchase organic food. This study analyzed a sample of
400 undergraduates in Universiti Utara Malaysia. The results showed that all
independent variables of health awareness, environmental concerns, knowledge,
subjective norms and perceived prices have a significant and positive impact on
purchase intentions. The results showed that the regression analysis carried out
revealed that all these factors accounted for 55.8% of the variance affects the
intention to purchase organic food. Finally, future research to be discussed in this
review.
Keywords: Purchase Intentions, Health Awareness, Environmental Concern,
Knowledge, Subjective Norm, Perceived Price, Organic Food.
v
PENGHARGAAN
Pertama kali, saya ingin mengucapkan ribuan terima kasih tidak terhingga kepada
penyelia, Dr. Yaty Binti Sulaiman di atas segala bimbingan, nasihat, perhatian yang
tidak ternilai dalam menyelia kajian ini dari permulaan hingga ia berjaya disiapkan
dengan sempurna. Jasa beliau yang sanggup meluangkan masa dalam urusan
penyeliaan ini amatlah dihargai.
Terima kasih juga diucapkan kepada Dekan Sekolah Pengajian Pengurusan
Perniagaan, kakitangan akademik dan bukan akademik dari Perpustakaan Sultanah
Bahiyah di atas kerjasama secara langsung dan tidak langsung dalam menyiapkan
kajian ini.
Saya ingin mengucapkan terima kasih kepada keluarga saya yang memberi kasih
sayang, didikan nasihat dan sokongan sepenuhnya kepada saya sepanjang tempoh
pengajian saya. Di samping itu, saya ingin mengucapkan terima kasih juga kepada
rakan-rakan saya yang menyokong dan membantu saya untuk sepanjang kajian ini
dilakukan.
Akhir sekali, saya juga ingin mengucapkan terima kasih kepada responden saya iaitu
pelajar Ijazah Sarjana Muda Universiti Utara Malaysia kerana meluangkan masa
mereka untuk melengkapkan borang soal selidik untuk kajian ini.
vi
ISI KANDUNGAN
PENSIJILAN KERTAS PENYELIDIKAN ............................................................. i
KEBENARAN MENGGUNAKAN MAKLUMAT PENYELIDIKAN ................ ii
ABSTRAK ................................................................................................................. iii
ABSTRACT ............................................................................................................... iv
PENGHARGAAN ...................................................................................................... v
ISI KANDUNGAN .................................................................................................... vi
SENARAI JADUAL ................................................................................................. xi
SENARAI RAJAH .................................................................................................. xiii
SENARAI SINGKATAN ....................................................................................... xiv
BAB 1: PENGENALAN
1.0 Pengenalan ....................................................................................................... 1
1.1 Latar Belakang ................................................................................................ 1
1.1.1 Pasaran Makanan Organik di Malaysia................................................ 4
1.2 Pernyataan Masalah ......................................................................................... 6
1.3 Objektif Kajian .............................................................................................. 10
1.4 Persoalan Kajian ............................................................................................ 11
1.5 SkopKajian………………………………………………………………......12
1.6 Kepentingan Kajian ………...…………………………………………........12
1.7 Konsep Definisi………....………………………………………………......13
1.8 Struktur Organisasi Kajian……………………………………………….....15
vii
BAB 2: ULASAN KARYA
2.0 Pengenalan ..................................................................................................... 17
2.1 Definisi Makanan Organik ............................................................................. 17
2.2 Sejarah Pertanian Organik ............................................................................ 18
2.3 Manfaat Makanan Organik ............................................................................ 19
2.4 Niat Pembelian ((Purchase Intention) ........................................................... 21
2.5 Kesedaran Kesihatan ..................................................................................... 24
2.5.1 Hubungan antara Niat Pembeli dan Kesihatan.................................. 25
2.6 Kebimbangan Alam Sekitar ......................................................................... 26
2.6.1 Hubungan antara Niat Pembeli dan Kebimbingan Alam Sekitar .......... 27
2.7 Pengetahuan .................................................................................................. 29
2.7.1 Hubungan antara Niat Pembeli dan Pengetahuan ............................. 31
2.8 Norma subjektif .............................................................................................. 33
2.8.1 Hubungan antara Niat Pembeli dan Norma Subjektif ........................ 33
2.9 Persepsi Harga………………………………………...…………………… 35
2.9.1 Hubungan antara Niat Pembeli dan Persepsi Harga……………......36
BAB 3: METODOLOGI PENYELIDIKAN
3.0 Pengenalan ..................................................................................................... 39
3.1 Teori Tingkahlaku Dirancang ....................................................................... 39
3.2 Kerangka Konseptual ..................................................................................... 43
3.3 Pembangunan Hipotesis ................................................................................. 45
3.4 Reka Bentuk Kajian ....................................................................................... 45
3.5 Kaedah Pengumpulan Data ............................................................................ 46
3.5.1 Data Primer ........................................................................................ 46
viii
3.5.2 Data Sekunder .................................................................................... 47
3.6 Populasi dan Persampelan………...………………………………………...48
3.6.1 Populasi Sasaran .............................................................................. 48
3.6.2 Teknik Persampelan ........................................................................... 48
3.6.3 Saiz Persampelan .............................................................................. 49
3.7 Prosedur Pengumpulan Data…….......………...…………………………….50
3.8 Reka Bentuk Soal Selidik ............................................................................. 51
3.9 Skala Pengukuran .......................................................................................... 55
3.10 Ujian Perintis .................................................................................................. 56
3.11 Teknik Analisis data ...................................................................................... 57
3.11.1 Ujian kebolehpercayaan ..................................................................... 58
3.11.2 Ujian Normaliti .................................................................................. 59
3.11.3 Faktor Analisis ................................................................................... 59
3.11.4 Statistik Deskriptif ............................................................................. 60
3.11.5 Korelasi Pearson................................................................................. 61
3.11.6 Analisis Regresi ................................................................................. 61
3.12 Ringkasan Bab ............................................................................................... 62
BAB 4: ANALISIS DATA
4.0 Pengenalan .................................................................................................... 63
4.1 Kadar Tindak Balas Responden ..................................................................... 63
4.2 Ujian Kebolehpercayaan ............................................................................... 64
4.3 Saringan Data ................................................................................................ 65
4.3.1 Missing Data ..................................................................................... 66
4.3.2 Data Terpencil (Outlier) .................................................................... 66
ix
4.3.3 Ujian Normaliti ................................................................................. 67
4.4 Ujian Faktor .................................................................................................. 68
4.4.1 Niat Pembelian ................................................................................... 69
4.4.2 Kesedaran Kesihatan ..................................................................... ….71
4.4.3 Kebimbangan Alam Sekitar ............................................................ ...73
4.4.4 Pengetahuan ..................................................................................... ..75
4.4.5 Norma Subjektif ................................................................................. 78
4.4.6 Persepsi Harga .................................................................................... 80
4.5 Analisis Statistik Deskriptif ......................................................................... 82
4.5.1 Jantina ................................................................................................ 82
4.5.2 Umur ................................................................................................ 83
4.5.3 Kaum .................................................................................................. 83
4.5.4 Pendapatan Bulanan ........................................................................... 84
4.5.5 Kekerapan Pembelian Responden ...................................................... 85
4.6 Min dan Sisihan Piawai .................................................................................. 86
4.7 Analisis Korelasi Pearson .............................................................................. 86
4.8 Analisis Regresi Berganda ............................................................................. 88
4.9 Ringkasan Hipotesis ...................................................................................... 91
4.10 Ringkasan Bab .............................................................................................. 92
BAB 5: PERBINCANGAN DAN KESIMPULAN
5.0 Pengenalan ..................................................................................................... 93
5.1 Ringkasan Penemuan Kajian ......................................................................... 93
5.2 Perbincangan kepada Analisis Data .............................................................. 94
x
5.3 Cadangan Kajian .......................................................................................... 100
5.4 Batasan Kajian ............................................................................................. 102
5.5 Cadangan untuk Masa Hadapan ................................................................... 103
5.6 Kesimpulan ................................................................................................. 104
RUJUKAN………………………………………………………… … .. ….........105
APPENDDIK .......................................................................................................... 118
xi
SENARAI JADUAL
Jadual 3.1: Saiz Sample Mengikut Jadual Krejcie & Morgan (1970)....................... 50
Jadual 3.2: Pengukuran terhadap Niat Pembelian ...................................................... 52
Jadual 3.3: Pengukuran terhadap Kesedaran Kesihatan ............................................. 52
Jadual 3.4: Pengukuran terhadap Kebimbangan Alam Sekitar .................................. 53
Jadual 3.5 : Pengukuran terhadap Pengetahuan ......................................................... 53
Jadual 3.6: Pengukuran terhadap Norma Subjektif .................................................... 54
Jadual 3.7: Pengukuran terhadap Persepsi Harga ..................................................... 54
Jadual 3.8: Skala Likert ............................................................................................. 56
Jadual 3.9: Keputusan Ujian Kebolehpercayaan atau Perintis ................................... 57
Jadual 3.10: Garis Panduan Kekuatan Hubungan ...................................................... 61
Jadual 4.1: Maklumat Pengeadaran Borang Soal Selidik ......................................... 64
Jadual 4.2: Penemuan Ujian Kepercayaan ................................................................ 64
Jadual 4.3: Ringkasan Nilai Kepencongan dan Kurtosis .......................................... 68
Jadual 4.4: Ujian KMO and Bartlett's Niat Pembelian ............................................. 69
Jadual 4.5: Eigenvalues dan Peratusan Kumulatif Varian Bagi Niat Pembelia……70
Jadual 4.6:Komponen Matrik terhadap Niat Pembelian ...................................... …70
Jadual 4.7:Ujian KMO and Bartlett's terhadap Niat Pembelian ................................ 71
Jadual 4.8:Eigenvalues dan Peratusan Kumulatif Varian Bagi Kesedaran Kesihatan 72
Jadual 4.9:Komponen Matriks terhadap Kesedaran Kesihatan ................................. 72
Jadual 4.10: Ujian KMO and Bartlett's terhadap Kebimbangan Alam Sekitar .......... 73
Jadual 4.11: Eigenvalues dan Peratusan Kumulatif Varian Bagi Kebimbangan Alam
Sekitar ............................................................................................................ 74
Jadual 4.12: Komponen Matrik Terhadap Kebimbangan Alam Sekitar ........... ...…74
xii
Jadual 4.13: Ujian KMO and Bartlett's terhadap Pengetahuan ................................. 75
Jadual 4.14: Eigenvalues dan Peratusan Kumulatif Varian Bagi Pengetahuan ........ 76
Jadual 4.15: Komponen Matrik terhadap Pengetahuan............................................. 76
Jadual 4.16:Ujian KMO and Bartlett's terhadap Norma Subjektif ........................... 78
Jadual 4.17: Eigenvalues dan Peratusan Kumulatif Varian Bagi Norma Subjektif .. 78
Jadual 4.18: Komponen Matrik terhadap Norma Subjektif ...................................... 79
Jadual 4.19: Ujian KMO and Bartlett's terhadap Persepsi Harga ............................. 80
Jadual 4.20: Eigenvalues dan Peratusan Kumulatif Varian Bagi Persepsi Harga ..... 80
Jadual 4.21: Komponen terhadap Persepsi Harga ..................................................... 81
Jadual 4.22: Jantina Responden ................................................................................. 82
Jadual 4.23: Umur Responden ................................................................................... 83
Jadual 4.24: Kaum Responden ................................................................................... 83
Jadual 4.25: Pendapatan/Elaunan Responden ............................................................ 84
Jadual 4.26: Kekerapan Pembelian Responden ......................................................... 85
Jadual 4.27: Min dan Sisihan Piawai ......................................................................... 86
Jadual 4.28: Nilai Analisis Korelasi Pearson ............................................................. 87
Jadual 4.29: RingkasanModel ................................................................................... 88
Jadual 4.30: ANOVAa ............................................................................................... 88
Jadual 4.31: Pekali (Coefficientsa)
............................................................................ 89
Jadual 4.32: Keputusan Hipotesis .............................................................................. 91
xiii
SENARAI RAJAH
Rajah 1.1 Pasaran Makanan & Minuman Organik Dunia............................................ 2
Rajah 1.2: Kawasan Pertanian Organik Dunia ............................................................. 6
Rajah 1.3: Peratusan Keluasan Tanah Organik di ASEAN ......................................... 8
Rajah 3.1: Teori Tingkahlaku Terancang................................................................... 40
Rajah 3.2: Model Konseptual .................................................................................... 44
xiv
SENARAI SINGKATAN
IFOAM : Persekutuan Antarabangsa Pergerakan Pertanian Organik
(International Federation of Organic Agriculture Movements)
MARDI : Institusi Penyelidikan dan Kemajuan Pertanian Malaysia
(Malaysian Agricultural Research and Development Institute)
USDA : Jabatan Pertanian Amerika Syarikat (United States Department of
Agriculture)
NPO : Organisasi tidak Berasaskan Keuntungan (Non-Profit Organizations)
NGO : Badan Bukan Kerajaan (Non Government Organization)
TPB : Teori Tingkah Laku Terancng (Theory of Planned Behavior)
TRA : Teori Tindakan Bersebab (Theory of Reason Action)
SPSS : Pakej Statistik Sains Sosial (Statistical Package for the Social
Science)
KMO : Kaiser-Meyer-Olkin
UUM : Universiti Utara Malaysia
1
BAB 1
PENGENALAN
1.0 Pengenalan
Kajian ini akan mengenal pasti apakah faktor-faktor yang mempengaruhi niat
pembelian pengguna terhadap makanan organik. Kajian inidijalankan untuk
membolehkan pembaca memahami dengan lebih baik tentang niat pembelian
pengguna terhadap makanan organik. Pernyataan masalah disediakan untuk
memberipenerangan kepada pembaca dengan lebih jelas berkaitan isu-isu yang
bersangkat-paut dengan makanan organik. Selepas itu, objektif kajian dan persoalan
kajian akan dibentuk. Di samping itu, kepentingan kajian menerangkan dengan jelas
tentang bagaimana faktor –faktor yang berkaitan dengan makanan organik dapat
mempengaruhi niat pembelian pengguna serta sumbangan mereka kepada kerajaan,
masyarakat, penyelidik akademik dan ahli pemasaran.
1.1 Latar Belakang
Makanan organik adalah makanan yang dihasilkan melalui kaedah yang tidak
melibatkan input sintetik moden seperti racun perosak bukan semula jadi dan baja
kimia. Para saintis juga mendakwa, makanan organik tidak mempunyai sebarang
kesan sampingan atau risiko penggunaan. Di samping itu, banyak kajian juga
menunjukkan bahawa tahap elemen penting yang diperlukan untuk badan seperti
105
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